Insights on beer marketing & PR by a beer-war vet

Amid the current froth and bubble about craft beer provenance (beerlines included), it’s inspiring to see breweries revitalising traditional brands.

Perhaps driven by this undercurrent need for beer-brand authenticity and tradition, there’s a renaissance of historical beer brands underway.

Topically, Thunder Road Brewing features on the front page of today’s (Saturday) The Age newspaper. (Great PR BTW.)

Terry’s Ale: a Carlton taleThe article announced this inner Melbourne brewery is bringing back to life a beer recipe created in the 1870s for the then Carlton Brewery.

Alfred Terry: pic from The Age article

Terry’s Ale will be crafted in honour of Alfred Terry, the brewer whose recipe the Thunder Road brewers discovered.

While Terry’s in not taking CUB’s legals head on, it certainly smells like Thunder Road Brewing is trying to get under their radar. TRB complained last year about being prevented from procuring CUB’s older beer brands.

A few years ago CUB released a renaissance McCraken Brewery Ale: one the original Melbourne breweries united into CUB in 1907. Perhaps Terry’s might prompt a rethink. CUB’s very heritage-looking website would suggest they are paying more attention to their history. Good stuff.

Mike (left) and Andrew at the old Carlton Brewery with The Brewery. [pic from The Age article]

As an aside, this initiative reminds me of the passion and enthusiasm of Melbourne-based beer label collector/designer, brewing historian Mike Bannenberg. Mike collaborated with Andrew Bailey to create The Brewery; a beautiful book on the Carlton Brewery.

Grafton Bitter
Just last month, Thunder Road Brewing Company also announced the reintroduction of the heritage beer Grafton Bitter in the town of its birth, Grafton N.S.W.

Known as “The Pride of the North” Grafton Bitter – and the Grafton Brewery that produced it – was “enormously successful in the years after the brewery commenced operation in 1952” according to Thunder Road.

Parisienne revivals through a Monocle
Coincidently earlier in the week I noted a great article in Monocle magazine (p.60 Feb/13 edition) about the revival of two beer brands from Paris. Sorry I can’t link to the article yet; there is a podcast about it though.

1953 saw the end of the Demory brand (Bières Demory Paris). Now it’s alive and well thanks to effort of passionate brewers – and now bar owners – keen to “bring the vintage theme into the present day.”

Demory: new and old

1969 saw the Gallia brand disappear in a takeover: now broadly available.

Vive la Renaissance!
The renaissance of these brands deserves a resounding “vive!” Not just for recapturing lost heritage but for deepening a broader interest in beer: a trend craft breweries have, mainly, led over the past decade or so.

Vitally, each renaissance prompts drinkers to ask: Who brewed this? What style is it? Where is it from? What’s its history? Does it taste good?